Want to keep learning?

This content is taken from the Darden School of Business, University of Virginia's online course, Digital Product Management. Join the course to learn more.

Skip to 0 minutes and 2 seconds As your product grows, your product management team is probably going to grow. And a lot of different team patterns that you might use to organize those different jobs of product management. We talked about how you might operate at a high or a low level of abstraction. Be more business-facing or engineering-facing. And one particular thing we’re going to look at now is, the situation is a relatively new thing where you’re managing a specific experience or a channel or a modality. The growth PM is a good example of this and it’s increasingly popular. So what do we mean by this for example? How is a growth PM different from a marketer, for example?

Skip to 0 minutes and 36 seconds Well the recipe for growth for a specific type of customer or a specific way that the customer uses the product. It may be at this interdisciplinary center of desirability, feasibility and viability. So it might not just be a matter of amplifying product market fit and doing the right kind of promotion. It might be a little bit about the product and a little bit about the way that it’s explained and the overall user experience and somewhat about promotion and marketing. And that’s where having someone with this interdisciplinary approach to doing things, and the experience of working across those areas, a product manager might be a good idea. A good way to drive growth.

Skip to 1 minute and 13 seconds Other examples of this are, you’re in charge of managing privacy across the platform. So you’re both in charge of making sure that happens, as well as how are users relating to and understanding our execution of privacy around the product? We might be in charge of social. So we’ve implemented some social or social media interfaces across the product. And we want to look at how the social dimension of the product works across the whole picture and we put a product manager in charge of that. So here you’re going to hear from a few product managers who have these types of roles and what it’s like to do that job as a product manager.

Managing a channel or modality

In this video, Alex discusses managing a channel or modality, which is managing a specific experience. The growth PM is a good example of a product manager in this position. How is a Growth PM different from a marketer?

Share this video:

This video is from the free online course:

Digital Product Management

Darden School of Business, University of Virginia